What NewsJacking and Whataboutism are and How To Avoid These Mistakes

You may not even be aware you're doing it...

Photo by Matthew Guay on Unsplash

Ah, newsjacking. That technique used by millions every day on the internet.

What is it? Newsjacking is the activity of injecting ideas or angles into breaking news in real-time (usually on social media) to generate media coverage for yourself or your books.

Ever see something trending on your social media platform of choice, and you think, “Cool! They’re talking about the best chocolate chip cookie recipe, and my character’s best friend’s cousin made cookies once, so I’ll promote my book using that trending topic!”

Or imagine you're walking along a bustling street and suddenly join a parade to get more attention for yourself – that's essentially newsjacking in the digital world.

Sometimes, this tactic can work; however, treat it with caution. Here's why it can be problematic.

Why Newsjacking Is Problematic

• Insensitive Timing: Let's say a serious issue is trending, and you try to promote your book or a writing service (I see this all the time on socials). It can come across as insensitive or tone-deaf, like trying to have a loud, cheerful conversation in a quiet, solemn room.

Aka, read the room.

• Brand Damage: If done poorly, newsjacking can backfire spectacularly, damaging your online (and perhaps, IRL, reputation). It's like wearing a costume to a party only to find out it's not a costume party – awkward and potentially embarrassing.

Learn more about author branding here:

• Irrelevance: Sometimes, the news topic might have nothing to do with your book, branding, or values. It's like trying to fit a square peg in a round hole – it just doesn't work and can confuse your readers.

Be Aware The Pitfalls of Newsjacking

Newsjacking can indeed be a common pitfall, especially for sectors like writing and publishing, where sensitivity and timing are crucial, but if not done with care, you might end up on the wrong track.

1. Relevance Misfire: Imagine that you promote your book unrelated to sports and suddenly start newsjacking a trending sports event. Unless the tie-in is clever and relevant, it can feel forced, like a historical fiction author trying to leverage, say, a tech product launch.

2. Timing Issues: News cycles are fast and unpredictable. By the time you post, the moment has passed, or the sentiment has changed. It's like preparing a perfect response to a conversation that's already moved on (I always think of George Costanza's “Comeback” with this one 🤓).

3. Sensitivity Oversights: I often see writers jump onto news about sensitive issues (like natural disasters or political unrest) to promote themselves or their books, which can come across as opportunistic or insensitive.
   
   Picture a thriller novelist using a real-life crime to promote their book – it can easily backfire and cause outrage.

4. Off-brand Messaging: Newsjacking can cause writers to stray from our core message or values. Say you write about and focus on mental health for writers; leveraging a celebrity scandal, for instance, would be off-brand and potentially alienating unless extremely nuanced and relevant.

Focusing on authenticity and aligning your social media and overall book marketing strategy with the values and interests of your audience is key. This approach fosters a genuine connection, rather than risking the pitfalls of newsjacking.

What About “WhatAboutism?”

Whataboutism is a conversational tactic where a person responds to an accusation or difficult question by making a counteraccusation or bringing up a different issue altogether.

Essentially, it's a way of deflecting attention from the original topic by saying, "What about [something else]?" This tactic often appears in political or ethical debates but can crop up in any contentious conversation.

Whataboutism is deflection, obfuscation, and distraction. It’s considered an informal logical fallacy — an incorrect way to debate that does not deal with truth but rather ad hominem attacks.

For writers on social media, engaging in whataboutism can be particularly detrimental for several reasons:

1. Undermines Your Credibility: As a writer, your credibility is crucial. Whataboutism can make it seem like you're avoiding the topic at hand, which might lead your audience to question your honesty or expertise. In the world of social media, where trust is hard-earned, this can be damaging.

2. Distracts from the Message: You know how important it is to communicate clearly and effectively. When you resort to whataboutism, you're diverting the conversation away from your original message or argument, which can confuse your audience or dilute the impact of your content.

3. Creates a Negative Environment: Social media is often about building communities (want to join mine? Totally free. Click here on X and here on Facebook).
   
   Whataboutism can create a hostile or argumentative atmosphere, which might discourage constructive conversations. Fostering an authentic and engaging environment is key to retaining and growing your audience.

4. Misses Opportunities for Growth: Engaging in whataboutism often means missing out on the chance to address valid criticisms or questions. For writers, this is a lost opportunity for learning, improving, and showing your audience that you value their input and are open to growth.

5. Mental Health Impacts: Constantly engaging in deflective or confrontational tactics can be mentally exhausting, not only for you but for your audience as well. As someone who values mental health, it's important to me that we consider how these tactics might affect the well-being of both yourself and your community.

As writers, we need to advocate for and encourage honest, direct communication while steering clear of defensive tactics like whataboutism, which can work the opposite of strategy - strengthening our reputation and fostering a more positive and supportive online community.

Where you spend your time is up to a number of factors (demographic, genre, time, money, etc.) but anything that contributes to a healthier, more constructive social media environment, I’m ALL for. How about you?

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Miscellaneous

• I was thrilled to be the featured guest on Vennie Kocsis’ XSpace on Tuesday, 1/16, at 6 pm pst/9 pm est, where we had a wonderful discussion about author branding.

It’s recorded, so you can listen to the replay): https://twitter.com/i/spaces/1BdGYrLLypXJX (No special equipment required.)

• The next #BookMarketingChat space is next Wednesday, 2/7, at 2 pm pst/5 pm EST, with a special guest, Hannah, from Book Award Pro, a much-needed affordable service for writers. If you attend the live, you’ll be entered to win some amazing free gifts!

Click now to set a reminder.

Click here to listen https://twitter.com/i/spaces/1ZkJzjogMbRJv

• Services: If you’re in need of any kind of book marketing help, connect with me! I offer all kinds of packages for all budgets. Specialties include author branding, book marketing, social media, and blogging/newsletter/website.

Mention this newsletter and receive 20% off any services or consulting. More at badredheadmedia.com.

Something new:

New monthly audiospace (open to all) at 2 pm PST on the last Tuesday of each month: Want specific advice on your current web presence (website, blog, socials, newsletter)?

Join me as my guest for host Vennie Kocsis’ audiospace on XSpaces where we discuss and review!

Free to attend. Click here now to set a reminder. Follow me @BadRedheadMedia and @VennieKocsis on X(formerly Twitter).

Sponsor:

💜 Thank you, Booklinker, my exclusive advertising sponsor for 2024! Free universal book links for all authors. Super easy to use. And they have a fantastic blog here.💜

See you next week!